About the session
You're running Meta and it feels like it's working. Spend goes up, sales follow, and customers mention Instagram. Ads Manager shows the conversions.
Then you open GA4, Snowplow or Amplitude, and search and direct have them instead. The usual reading is that Meta is inflating its numbers. More often, your click-based tools can't see what paid social does, and budget drifts toward the channels that are easiest to prove.
Barbara Galiza and Timo Dechau will walk through why the two numbers won't line up, and how to find out whether Meta is actually working.
What to expect
Live webinar, November 19
Hosted by Barbara Galiza, with Timo Dechau joining for the tracking and warehouse sections. 45 minutes of presentation, then 15 minutes of live Q&A.
Understand why Meta and your source of truth will never match, and why that's expected
See why fixing CAPI is right for optimisation, even though it widens the gap
Pick the measurement method that fits your funnel, and find out whether Meta is working
Answer "which number is right?" with evidence, not a feeling
What we'll cover
Your source of truth measures what's trackable, not what's working
We'll cover:
- Where click-based attribution breaks for paid social: impressions with no click, the in-app browser, and cross-device journeys
- Why Meta sees more: it matches people, not clicks, which is also where it claims too much
- Why fixing CAPI is still right, even though it widens the gap with your analytics
- What to use, depending on your funnel: a same-session conversion joined in the warehouse, a "how did you hear about us" survey, or an incrementality test
- How to pick the one that fits, and what each one needs
No method gives a perfect Meta number. Each one has limits, and sometimes the answer is that Meta isn't working. The session is about how to find out, not proof that it is.
Who it's for
For teams putting real budget into paid social
Marketing leads & budget owners
For marketing leads, growth and performance marketers, and marketing ops who spend a meaningful share of their budget on Meta or other paid social.
Data & analytics support
For the data and analytics people supporting those decisions, though the session is framed for the marketing side of the table throughout.
Especially useful if Meta looks good in Ads Manager and weak in GA4, leadership is asking which number is right, you just fixed CAPI and the gap got bigger, or Meta is up for a cut. No coding required. Bring your questions, we'll keep time for live Q&A.
Event details
Save your seat
Date
Nov 19, 2026
Thursday
Time
12:00 PM ET
6:00 PM CET · 9:00 AM PT
Format
Live webinar
45 min + 15 min Q&A
Seats
Free
Capped at 200
About the hosts
Barbara Galiza
Barbara leads marketing measurement strategy at Propel. Over the past 10 years she has helped brands like Microsoft, Mollie, and VEED.io answer the question every marketer dreads: what is actually driving results?
Timo Dechau
Timo leads data engineering at Propel. He builds the tracking systems marketing teams wish they could trust, and has done it for companies like Amplitude, Shimano, Cricut, and Audible.
Barbara leads the session end to end. Timo joins for the in-app browser and cross-device mechanics, and the warehouse join for same-session conversions.